Market Trends

Is Artisan Going Mainstream?

October 17, 2011
/ Print / Reprints /
ShareMore
/ Text Size+
Domino's Pizza is one of the latest companies to use the term 'artisan' for a food product by rolling out what it calls an artisan pizza.


Domino's Pizza is introducing an artisan pizza line in its nearly 5,000 outlets across the country. It’s joining the trend other major companies have started in describing their products as artisan.
Wendy's has its Artisan Egg Sandwich, Ralphs offers Private Selection Artisan Breads and Starbucks sells Artisan Breakfast Sandwiches.

But the term artisan, based on the Italian word artigiano, originally referred to a skilled craftsman who carved or otherwise hand-tooled an item. More recently, foodies have used it to describe bread, cheese, chocolate or other cozy items made in an old-fashioned, hands-on manner.

Russell Weiner, chief marketing officer for Domino’s, says the new pizzas don’t use specialty flours or wood-fired ovens associated with artisan baking. But the Ann Arbor, Mich.-based pizza giant defends the use of the word, in large part because of the ingredients used. For example, there is feta cheese on one of the offerings instead of the usual mozzarella or Parmesan and Tuscan salami tops another in place of pepperoni.

Josh Viertel, president of advocacy group Slow Food USA, Brooklyn, N.Y., a grassroots organization that promotes healthful eating, says he doesn't automatically object to large-scale production being termed artisan. But it's almost impossible, he adds, for a national company to use another hallmark of artisan-locally sourced ingredients.

“I have no problems with the scale, but it's really hard to fake authenticity,” Viertel says. “Domino's is diluting the meaning of the word.”

Source: www.latimes.com


Did you enjoy this article? Click here to subscribe to Snack Food & Wholesale Bakery Magazine 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Blue Diamond Almonds Facility

Blue Diamond Almond’s new  processing facility in Turlock, CA.

11/7/13 2:00 pm EST

Food Plant of the Future: The Future of Wastewater Management

Available On-Demand Effective management of wastewater is becoming increasingly critical to food and beverage processors as the cost for incoming water increases...

Snack Food & Wholesale Bakery Magazine

Cover Image

2014 August

This month's publication of Snack Food & Wholesale Bakery takes a special look at Blue Diamond's growers and advanced technology, as well as a tour through the Blue Diamond production plant in Turlock, CA.

Table Of Contents Subscribe

School Lunches

Millions of children will soon be returning to school, lunchboxes in hand. What was your favorite lunchbox treat when you were a kid?
View Results Poll Archive

THE SNACK AND BAKERY STORE

organic-production-&-food-q.gif
Organic Production and Food Quality: A Down to Earth Analysis

Effects of Organic Production on Food Quality is the first comprehensive book on how organic production methods influence the safety and quality of foods, based on an unbiased assessment of the latest scientific findings.  The title is a 'must-have' for everyone working within the food industry.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

The Weekly Mix

Operations Weekly Logo

Written by Snack Food & Wholesale Bakery editors, our Operations Weekly weekly enewsletter provides bakers and snack food manufacturers with up-to-the-minute news, ideas and industry trends.

Sign up today!

STAY CONNECTED

Facebook IconTwitter IconYoutube IconLinkedIn Icon